HR tech business ADP has launched a brand campaign that focuses on the changing world of work.
The campaign entitled ‘What Are You #Working For?’ aims to show work is about more than what you do, it’s about achieving something greater.
Collateral and out-of-home advertising will appear in the Oculus and Penn Station in New York, as well as Montgomery Station and the CalTrain in San Francisco.
The campaign also includes a TV ad which will launch at the end of March. The ad will feature ADP’s clients such as Airtech Automative, Nylon Studios, and McIlhenny Company. The clients will share how their employees see the world of work and what motivates them.
Campaign an opportunity for self-reflection
The campaign marks the launch of ADP’s new brand platform with the tagline ‘Always Designing for People’. The platform will be introduced to clients, prospects and partners at South by South West 2019 conference and festival this week. ADP has sponsored the Future Workplace track and have partnered with Wired Magazine, where attendees with be invited to break down workplace barriers.
Lorraine Barber-Miller, SVP and CMO at ADP, said: “In the year leading up to our 70th anniversary, we took the opportunity to self-reflect and ask ourselves, ‘what are we working for?’ The clear, underlying truth is that we are always designing for people. We reimagine the world of work by designing products, services, and experiences that people love to use every day. This became a key focus for the campaign.
“Throughout this process, we realised it is also our responsibility to ask the same question of our people, our clients and workers around the world – to provoke a new conversation about work and what drives people.”
Carla Rodriguez, president and CEO at ADP, added: “Our new brand platform marks the next great milestone in the company’s evolution. ADP has constantly proven its ability to anticipate change for its clients and position itself as a leader through technological advancements that eliminate barriers and simplify complexities for workers.”
